The explosion of smart phones and their advanced capabilities such as location awareness and connectivity will help propel location-targeted mobile advertising revenues to $6.6 billion in the U.S. this year, according to our U.S. Local Media Forecast 2015.
The emergence of mobile, however, has made advertising more complex, especially for national companies that must align brand messages with localized entities that include retail partners, franchisees, distributors, and affiliates.
The report, Think Global, Target Local: Multi-Location Advertising in the Mobile Age, explores location-targeted advertising as it relates to the size of the booming marketing opportunity of national brand spending, which we predict will represent 43 percent of location based advertising by 2019.
Nowhere do ‘national’ and ‘local’ come together more than with multi-location businesses. They are inherently national in their footprint and resources, but they are local in that they compete for customers in the local markets where they are present. This makes them a significant participant in the local advertising ecosystem.
Why You Should Read
The report, Think Global, Target Local: Multi-Location Advertising in the Mobile Age, delivers data and research from BIA/Kelsey’s U.S. Local Media Forecast 2015 and our proprietary business study Local Commerce Monitor.
The report is a useful resource for companies that actively follow the development of local media advertising models; develop marketing and advertising campaigns for national brands; sell to SMBs, multi-location businesses and national brands; and invest in the local media space.
A few of the report’s key takeaways include:
- BIA/Kelsey projects location-targeted mobile advertising to reach $6.6 billion in the U.S. this year.
- The emergence of mobile has also made advertising more complex as the technology and consumer behavior evolve.
- This challenge is amplified for national companies that must align brand messages with local presence. Those localized entities include retail partners, franchisees, distributors and affiliates.
- National brand spending will represent 43 percent of location-based advertising by 2019 according to BIA/Kelsey. That’s about $68 billion – an amount that makes multi-location marketing strategies increasingly critical.
Who Should Read This Report:
- Media executives interested in location-targeted ad strategies
- National advertisers or agencies
- Investors in local media
- Vendors that sell products/services to local media companies
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